Makro, in collaboration with VML, initiated an approach to minimize food waste by introducing stickers on fresh produce displaying ripeness indicators and consumption suggestions. These 'Life Extending Stickers' aim to reshape how consumers perceive fruit spoilage, ensuring edibility recognition over waste disposal.
The stickers indicate the ripening stages through color gradients. For example, the banana sticker transitions from green to black, linking each stage to different foods, such as ice cream or cupcakes. This initiative debuted in April 2023, covering twenty-two Makro outlets across Colombia.
The sticker application process aligns with typical retail operations, making implementation straightforward. Makro supports this effort with printed and digital content, including ripened produce recipes on their Instagram platform. The campaign aligns with Makro's sustainability ambitions, attempting to reduce food waste among its clientele.
Impact assessments attribute a prolonged lifespan for fresh produce consumed by Makro's patrons to this campaign, recording substantial interaction on social media channels. Specifically, it generated over 85,000 interactions, while organic content reportedly reached an audience of 264 million across 25 countries.
Source: Packaging Europe
